First Party Systems are Required to Balance the Goals of Sellers and Buyers says IPONWEB’s Golbere

03 October 2016

Thus far the majority of ad tech platforms have been sticking plaster solutions for various types of media trading. For example, most agency trading desks find themselves forced to use multiple DSPs, whether it’s for certain features or for access to specific inventory, and the all-singing, all-dancing single stack remains the stuff of legend. Similarly, sellers often work with multiple ad tech vendors, whether it’s to sell inventory in a certain way or to offer innovative formats. However, as Brian Golbere, GM of Emerging Technology at IPONWEB explains here, this denies publishers/broadcasters a truly holistic view of their inventory, which can also make advertising less effective for buyers. Filmed at TV Rise in San Sebastian as part of TV Week on VAN.